Stand 2, Xtand
Author Javier J. Iniesta and Eli Cayuela
Builder Cartonlab - Fai
Photographer Studio Animal
The brand is a space: living the brand is the purpose of Xtand. Logo-tecture as spatial strategy for a new corporate identity. This project is venturing into the use of graphic tools for making a space that is genuinely Munich. The exhibition space itself is generated from this logo: an X. Xtand is an endless tubular space, along which the logo is transformed into a spatial experience. The X is fragmented in all its depth generating a route along the various collections that the brand presented at the fair. Different triangles that make up the X, strategically distributed in the space, creating a visual effect that builds the image of the logo from the front of the stand. The customer in front of the X-tand is not able to see the product, but the brand. And feel the need to go through it.